The Customer Experience Digital Lead is responsible for defining and orchestrating a best-in-class digitally enabled customer engagement strategy across International Marketing & Commercial Operations (IMCO) Allergan Aesthetics. The role connects digital capabilities, customer data, commercial programmes, Access and cross-functional teams to create seamless customer journeys that strengthen customer relationships, increase platform adoption, support commercial growth and make Allergan Aesthetics easier to do business with.

This role combines digital platform innovation, customer analytics, omnichannel engagement strategy and strong cross-functional influence to ensure digital and field interactions work together across the customer lifecycle. The role will use customer insights, segmentation and performance data to optimise engagement, improve customer value and deliver measurable customer experience and commercial outcomes.

Lead the Evolution and Rollout of the AA Access Digital Ecosystem

Act as the strategic and operational lead for the ongoing development, optimization, and expansion of AA Access, ensuring it remains the primary digital destination for customers to interact with Allergan Aesthetics.

• Develop roadmap for AA Access, aligning platform capabilities with business priorities and customer needs.
• Lead the cross-functional team in execution of the platform enhancements and deployment to more markets.
• Drive adoption, engagement, and utilization of AA Access across customer segments.
• Collaborate with global, regional, and local stakeholders to identify enhancement opportunities and prioritize feature development.
• Gather and incorporate customer feedback to continuously improve the user experience.
• Monitor platform performance, usage trends, and engagement metrics, implementing actions to improve effectiveness.
• Champion digital transformation initiatives that strengthen the customer experience and increase self-service capabilities

Customer Behaviour Analysis and Dynamic Segmentation

Leverage CRM and customer data sources to generate actionable insights that inform engagement strategies, digital access, customer activation and commercial growth.

• Analyse customer behaviour, engagement patterns, purchasing trends, onboarding progress, profile completeness and digital interactions.
• Consider use of AI to identify patterns and trends to optimise engagement planning.
• Collaborate with Market Analytics, Business Intelligence and Business Excellence to develop and maintain dynamic customer segmentation models to enable targeted and personalized engagement.
• Identify opportunities to improve customer retention, activation, loyalty, purchasing activity and account performance.
• Partner cross-functionally with teams to translate insights into engagement strategies and business actions as part of 175 Anchor 7 planning.
• Ensure data quality, governance, and compliance with all applicable privacy and regulatory requirements.

Design and Deliver Omnichannel Customer Journeys

Create, optimize, and manage customer journeys across multiple channels to drive meaningful engagement, support digital purchasing behaviours and improve customer outcomes.

• Lead the design of customer journeys that leverage salesforce, digital, email and other communication channels.
• Ensure digital engagement complements and enhances in-person field interactions, creating a more seamless and holistic customer experience across the lifecycle.
• Develop personalized engagement programs based on customer segmentation, behaviours, and lifecycle stages.
• Consider use of AI to proactively respond to customer needs and create engagement journeys.
• Shape and optimise the digital purchase journey, from product discovery and education through to purchase, repeat engagement and customer value growth.
• Influence area and affiliate colleagues to deploy customer journeys to expand coverage and impact of AA Portfolio.
• Continuously test, measure, and optimize customer journeys using performance data and customer insights.
• Work closely with marketing, sales, customer excellence, SFE, CRM, commerce and digital teams to ensure consistent messaging and seamless customer experiences.
• Define and track key performance indicators (KPIs) including engagement, conversion, retention, adoption, purchasing activity and account growth metrics.